Whiskas Invites Cat Lovers to 'Step Inside Purradise'

WHISKAS® is redefining experiential marketing with Purradise™, a one-day immersive pop-up launching in London ahead of International Cat Day. Designed to celebrate the emotional bond between humans and their feline companions, the event brings Purradise to life through six interactive zones, including Aroma Island, where guests can explore their cat’s extraordinary sense of smell, and Gravy Lake for fun feline-themed treats.

Built on new consumer insights, such as a third of cat owners (35%) say cats are easier to understand than humans and four in ten (41%) value their cats more than people - Purradise™ connects WHISKAS®’ purpose with its audience through storytelling. The event also integrates engagement with the WHISKAS® Purrsonality Quiz, designed in partnership with Waltham Petcare Science Institute to help cat parents better understand their furry friends and which WHISKAS® products are tailored to their needs.

Creative for the campaign is from AMV BBDO London, while production of the Pop Up was by Heaps and Stacks. European comms is being handled by Weber Shandwick.

Visitors can book in for a 30-minute slot on Tuesday 5th August to experience Purradise for themselves.

"The ‘purr’ is a tell-tale sign of cat enjoyment and happiness," says Dr Tammie King, Cat Behaviourist at Waltham Petcare Science Institute - the Mars science centre for petcare. "Every cat is unique, different things make different cats happy. That’s why we created our Purrsonality Quiz - to better help cat parents discover what truly makes their furry friends tick. From the Inquisitive Cat to a Pampered Cat, we wanted to highlight the breadth of personality traits cats have and celebrate this with fellow feline parents."

In a world where over a third (35%) of cat owners say cats are easier to understand than humans, pet parents now go to new lengths to satisfy and show their love for their cats. Beyond finding the purrfect match for their cat’s dinner time in the WHISKAS® range, research shows that  nearly half (49%) of cat owners have gone as far as buying personal furniture, even including a throne and a heated sofa for their pet. 

"Nearly one in five (18%) of UK cat owners believe their cat is their reason for being - a powerful reminder of just how profound the human-cat bond can be," said Annie Argyle, European Brand Director at WHISKAS®. "We know the relationship between cats and their humans is deeply personal and often misunderstood by others. That’s why we're bringing Purradise™ to life this International Cat Day - so that we can offer a space where cat lovers can fully immerse themselves in a cat-centric world & gain insights into their cat's instincts & personality. We hope this will help them to understand what makes their bond with their cat so special and even how they could strengthen it further."

This event is completely FREE, but spaces are limited, so guarantee yours by booking ahead via the Whiskas popup.eventbrite.co.uk.